Win-back: what's changed
Writes to a former customer about the specific improvements made since they left.
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Not a cold email. This one is for people who already know you: customers, past prospects or contacts who asked to hear from you.
Subject lines
- What's changed since you left(used in the template)
- What's new since you left
- We've changed a few things
The email
Email 1 · day 1
What's changed since you left
Hi {{first_name}}, {{company}} stopped ordering office lunches from us earlier this year, and we know the limited choice for vegetarians was part of the reason. Since then we've added a full vegetarian and vegan menu that changes weekly, and teams can now order individually instead of as one group order. Would you like to try a week again, to see whether it works better? {{sender_first_name}}
{{first_name}} and similar are filled from each lead; after a “|” is the text used when the field is empty. Written for a meal kit company writing to business customers who cancelled office lunches.
When to use it
For former customers, a few months after they left, when you've fixed something they complained about.
Why it works
- Naming a specific fix shows you listened.
- It's honest about why they left, which builds trust.
- The offer to try again is low-risk for them.
How to adapt it
- Only list changes that address the reasons customers gave for leaving.
- Check your records so you don't write to customers who asked never to be contacted.
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